In Britain, the items are priced between 7.99 pounds (US$15.75, EUR12) and 149.99 pounds (US$295, EUR220).

"I am a Madonna fan but the reason I am buying the clothes is that they are very nice and feminine and the prices are very reasonable," said Magda Grabowik, 32, as she lined up to pay for a coat, jacket and dresses at H&M's Oxford Street store.

Madonna said in a statement that working on the fashion line had been "an exciting and new creative challenge."

"I'm happy with the results and look forward to wearing M by Madonna along with the rest of the world," she said.